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How can a company effectively leverage horizontal brand extension strategies to introduce new products or services in unrelated categories, and what are the key factors to consider in maintaining brand consistency, consumer trust, and overall market success while avoiding the risks of brand dilution or customer confusion?

To successfully execute a horizontal brand extension, a company should identify product categories that resonate with its established audience but remain distinct enough to avoid customer confusion. It’s important to maintain strong brand values and quality standards across all offerings. Monitoring consumer feedback and ensuring cohesive messaging across all touchpoints are key to maintaining brand consistency and avoiding the risk of market confusion.